PowerPoint Presentation

Culture WarsCounter-culture, youth culture, and the threat of Cultural Imperialism

Should Canada enforce protection from U.S. content? What are the consequences of acting or not acting in this way?

What is youth culture? How have adults responded to it in the past and today?

What is counter-culture? Counter to what, and who decides?

Suburb video - american. Does it matter?3Cultural ImperialismWhat is cultural imperialism?Power, advantage, influenceGramsci: cultural hegemony

Canada had some celebrities (mostly athletes) but media dominated by Hollywood

Canadians reading American magazines and books, watching American TV and movies, listening to American radio and music Cultural impositionUnequalOne culture has more $/power/material to spread own culture, products, values, overtake the otherAttitude or formal policy4

U.S. InfluenceHow much of the media we consume is U.S.-based?Can we always tell the difference, do we notice?How is it different from Canadian media, our culture? Cultural similarities, groupings: National borders Canada/U.S.?Urban rural?West coast - East coast? Young old?.

What American values might Canadian politicians been concerned about?CBC (Canadian Broadcasting Corporation)Crown Corporation, founded 1936 (radio)1949 Massey Commission: Canada needs own TV, focused on education and communication, not profit and entertainment. CBC TV starts 1952.Government funding (recent cuts)Less pressure to appease, attract corporate sponsors/advertisers Motive: not profit

How does being a for-profit corporation with shareholders change the nature of a media company and its reporting, as opposed to being a non-profit organization? Other examples? E.g. PBS7Canadian Content LawsU.S. shows more popular, children know more about U.S. culture/values than Canadian.

1968: Canadian Radio-Television and Telecommunications Commission (CRTC) to regulate amount of foreign material broadcast, Canadian content rules.

CRTC Mandate:Canada'sBroadcasting Act(Section 3.1 (d)(iii)) recognizes these differences and declares that the Canadian broadcasting system should, through its programming and the employment opportunities arising out of its operations, serve the needs and interests, and reflect the circumstances and aspirations, of:Canadian men, women and children, including equal rights,the linguistic duality and multicultural and multiracial nature of Canadian society, andthe special place of aboriginal people within that society.

Protecting Canadian Culture1951: Massey Commission reports that Canada needs protection from U.S. influenceStrengthen national film board (1939)Canada Council for the Arts, 1957: grants to writers, artists, theatresNew cultural institutions e.g. National BalletCelebrate Canadian talent: Juno Awards

Canada the GoodProtect Canadian culture = what?1950s: Conservative cultureStores closed on SundaysCensorship of literature and filmMany towns are dry

Begins to change in 1960sThe Invention of the TeenagerBoomers grow up: 60sMore freedom, mobility, independenceStrong economy: less have to leave school to go to workDisposable income from part-time jobs: targeted by businesses, advertisersStyle of music, dress, language different than adultsDont trust anyone over 30Hierarchies: knowledge, wisdom, power, authority top down adults, vs. future awareness, forward thinking, coolness bottom up youth. Older = outdated, less valuable, less modern/evolved vs. older = more wholesome, healthy, stable, moral12

Who is the Man?

How do you stick it to him?

Rock n RollMid-1950s Shocking to some adults censorship attemptsWhy did the Ed Sullivan Show only show Elvis from the waist up?TV: image of artists more important, musical guests (Ed Sullivan, Great American Bandstand)British Invasion: Beatles, Rolling StonesAdult disapproval = more cool? elvis the pelvis, outrage over sexualized dancingTo youth, does this make him more cool/appealing when adults are attempting to repress?

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Ethnicity & AppropriationRock n Roll Alan Freed, Cleveland radio disc jockey, 1951Uses term to sell black rhythm and blues (R&B) music to a white audience

Elvis: "The colored folks been singing it and playing it just like I'm doing now, man, for more years than I know. I got it from them. Down in Tupelo, Mississippi, I used to hear old Arthur Crudup bang his box the way I do now, and I said if I ever got to the place where I could feel all old Arthur felt, I'd be a music man like nobody ever saw. (1956)

Where did term rock n roll originate?Did Elvis have a responsibility to educate white audiences about where his style of music came from, let them assume white invention?21

22Culture: Mainstream, Sub, CounterTV in 50s-60s: mostly white, middle class, nuclear families, traditional values (e.g. Brady Bunch)What/who is omitted, hidden?Ethnic and cultural groups not represented

60s: groups challenging establishment, alternative lifestyles outside of the mainstreamBeatniks, hippiesMusic, literature, artSub/counter to what how do we define mainstream culture? Who makes it, decides? $/power/access to and control of mediaCan the counter culture later become the main culture? (e.g. as boomers age and set cultural/moral norms?)Establishment = ? those who control the government, large businesses, institutions23Culture: Mainstream, Sub, CounterSub = group of people that are within a larger dominant culture but differentiate themselves from itCounter to what?Counter-culture = a subculture that defies major aspects of the dominant culture, opposes mainstream values or cultural mores, substantially different behaviour

alternative lifestyle = what?60s counter cultures thought they were threatening, challenging to mainstream values (conservatism, militarism, consumerism) were they?24

Shop it to the ManCo-option: Find what kids are into, start producing and selling it capitalize on eventually becomes too mainstream Every sub/counter culture is a target market under umbrella of consumer cultureNot just buying products that promise to make you look successful, beautiful. Advertiser selling products as edgy, rebellious, dangerous, bad, non-conformistRebel, revolt, be unique via consumption

e.g. Hot Topic for punk/goth consumersnon-conformistSupporting overall culture of consumption, identity through purchase/material goods not rebelling against or resisting consumer capitalismToday: rebellion sold as isolated, individual action vs. collective action?27

Co-Option of youth/counter culture style, trends, movements, ideologies by marketingAll cultures part of umbrella consumer culture target markets in allCommodification of movements/culturesSold as rebellious/bad/edgy28Kids These DaysSet in a time period: 50s/60s, today, 2050Act out a news report on an issue, problem, fear, or complaint that adults would have about teenagers. (A historical example from lecture, a current example, or predict future example). Have one or two reporters, one or two interviewees (e.g. teenager, parent, teacher, doctor, psychologist)Present: one-two minutes

e.g. latest game, tv, music, activity, sport, style trends that media criticizes and fear-mongers: low pants, skateboarding, etc

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